Purpose – The purpose of this paper is to investigate whether or not emotions experienced in customer relationships – linked to actual behavior – could enhance understanding of their future development. Design/methodology/approach – A number of individual‐level relationships between...

Relationship marketing (RM) has been widely accepted as an important determinant of long‐term business success and is believed to be especially well suited for services because of the personal contact between customers and service providers. Past research has focused mainly on the advantages...